Italy’s Piaggio is a 127-year-old firm with a proud heritage and iconic global brands such as the Vespa scooter.
Companies with such deep roots often have trouble adjusting to an emerging market, yet Piaggio has succeeded through creating a new market segment and targeting mid-sized countries. I interviewed Costantino Sambuy, the head of Piaggio’s efforts, about what approaches worked. Read more in my piece for Forbes.
Story by Steve Wunker.